Enabling Targeted Engagement With Healthcare Professionals Through Digital Affinity-Based Segmentation

Digital adoption is accelerating among healthcare professionals (HCPs), and their relationship with pharmaceutical sales reps is evolving to focus on customized interactions, personalized content, and knowledge sharing – all in the pursuit of improved patient outcomes. In this evolving ecosystem, implementing a successful multi-channel engagement strategy to fulfill the HCP's clinical and educational needs requires a sound understanding of HCP segments based on their content and channel preferences.

This case study illustrates how Axtria helped a global biopharmaceutical company that was planning a drug launch in the European Economic Area redefine its digital promotion strategy by segmenting HCPs based on their digital affinity.

The effort resulted in the following:

Identification of key variables predictive of the digital affinity of HCPs

Segmentation of the HCPs with potentially high or low levels of digital affinity

Recommendations for optimized and targeted digital promotion

Contact us at insights@axtria.com with any questions